Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing): 1st Edition (Paperback) book cover

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

1st Edition

By Stuart St P Slatter

Routledge

152 pages

Purchasing Options:$ = USD
Paperback: 9781138971363
pub: 2015-12-11
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Hardback: 9781138793521
pub: 2014-08-22
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Description

This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market share for new products; the use of price, new products and promotional strategies to protect market share; the effects of patent expiration on price levels and the use of pricing strategy to achieve market share.

The book includes a brief comparative analysis of competition and marketing strategies in the US ethical pharmaceutical market.

Table of Contents

1. Introduction 2. Selected Characteristics of the Market for Ethical Pharmaceutical Products 3. Patterns of Competition within the Industry 4. Marketing Strategies 5. The United States: A Comparative Analysis 6. Predictable Changes in the Competitive Environment 7. Competition in the Over-the-Counter Market.

About the Series

Routledge Library Editions: Marketing

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General